MARKETING PLAN BY JESSICA FLETCHER JANUARY 20, 2015

MARKETING PLAN BY JESSICA FLETCHER JANUARY 20, 2015

TABLE OF CONTENTS GOALS... 3 KEY POINTS... 3 MARKETING AUDIT... 3 MARKET RESEARCH... 4 MARKET ANALYSIS... 4 COMPETITIVE RESEARCH... 4 SPT RESEARCH...5 COMMUNITY RESEARCH (NAPERVILLE & AURORA)...5 TARGET AUDIENCES... 5 BUDGET... 6 MARKETING STRATEGIES... 6 IMPLEMENTATION SCHEDULE... 6 EVALUATION... 6 2

GOALS IMMEDIATE Update patient email list Pst t Facebk 5 times per week Take phts f patients fr new ffice SHORT TERM (1-6 MONTHS) Hld an art and feeding event Plan barbeque r pl uting Spnsr an annual walkathn fr autism Speak at Naperville s annual health fair Increase the number f new patients by 5 percent LONG TERM (12-24 MONTHS) Rebranding campaign Refresh website and brchure Increase the number f new patients by 10 percent Increase grss revenue by 30 percent within 24 mnths Administer anther survey via Survey Mnkey, then act n feedback KEY POINTS Use marketing t increase incme, intrduce new prviders and imprve the brand/image f Suburban Pediatric Therapies (SPT) The marketing strategy requires understanding f what we d fr patients Every gal, strategy and actin is subject t change upn the evaluatin and research f prgress MARKETING AUDIT Belw is a review f all marketing activities fr SPT ver the past three years: (Rate the success f each activity) Facebk Hallween Deliver snacks and sandwiches t referral clinics Business cards Lcal newspaper advertisement Pstcard mailing Biweekly email campaigns Emplyee ptluck parties, and birthday celebratin Branded business cards, envelpes, Micrsft Wrd templates 3

MARKET RESEARCH The purpse f market research is t define where Suburban Pediatric Therapies fits in the Naperville cmmunity. This research allws accurate prjectins abut future grwth in the cmmunity, the ability t identify cmpetitive factrs and explre nntraditinal pprtunities (such as ffering patients nutritinal cunseling, smking-cessatin prgrams r art therapy). Research may even bring t light sme prblem areas within the practice as well as immediate slutins. (Visit A guide t market research fr mre infrmatin.) MARKET ANALYSIS Belw will be a summary f the analysis f the raw data cllected. Each analysis has meaningful findings that will be the fundatin fr determining which marketing strategies make the mst sense. The research will identify the wants and needs f current and ptential patients and will help define the target audiences. Sme f the gals will need t be mdified based n the research findings. The research analysis will reveal the strategic advantages f Suburban Pediatric Therapies. After lking clsely at the clinic as well as the cmpetitrs, these are the key questins t ask: COMPETITIVE RESEARCH What are the similarities and differences between SPT and its cmpetitrs? What sets SPT apart frm the cmpetitin? Hw are the lcatins mre desirable than yur cmpetitrs? Is the scpe f services brader than the cmpetitin? Is there a service we prvide that n ne else in the cmmunity currently ffers? Wh are ur cmpetitrs and what d they have t ffer? (Check cunty r state medical sciety and lcal hspital t find ut hw many ther family physicians, nurse practitiners and general internists are in the Aurra/Naperville area, hw lng they ve practiced in that lcatin and hw many have mved here ver the past five years) Ask ther physicians, listen t patients, friends and neighbrs when they talk abut their physicians and keep an eye ut fr cmpetitrs advertisements. T assess yur cmpetitin, yu need t ask the fllwing questins: What are yur cmpetitrs target audiences and niche markets? Why d certain patients r grups f patients particularly like r dislike yur cmpetitrs? Hw are yur cmpetitrs viewed within the cmmunity? What marketing activities have yur cmpetitrs tried? The cmpetitive edge may lie in the style f SPT, the range f services ffered, the ease f making an appintment, r the way ur staff cmmunicates. 4

SPT RESEARCH Ask discussins with staff members and ther physicians, r by reviewing patient recrds Analyze patient survey results. Here are sme f the questins that need t be answered abut ur practice: What is the backgrund and histry f SPT? Has it been in the current cmmunity fr a lng time? What are SPT s strengths and weaknesses? Are there prblems with scheduling, cancellatins, staff turnver r reimbursement management? Wh are ur current patients in terms f their age, sex, ethnic rigin, type f insurance cverage, chief cmplaints and where they live? What are the services prvided by yur practice? Wh needs these services? Are these needs changing? Hw d ur patients perceive ur practice? COMMUNITY RESEARCH (NAPERVILLE & AURORA) Cntact lcal chamber f cmmerce, Illinis state vital statistics department r the U.S. Census Bureau (www.census.gv). Census data is available fr every state, cunty, city, ZIP cde, neighbrhd, etc. Hw many peple live in ur service area? Is the ppulatin expected t grw r shrink? What are the demgraphic characteristics f the ppulatin in yur area? Hw is SPT perceived in the cmmunity? Are we knwn in the cmmunity? Wh are ur ptential patients? Are their wants and needs being met elsewhere in the cmmunity? If nt, hw can SPT meet thse needs? TARGET AUDIENCES Referral clinics in the Western suburbs Parents with children wh have speech r feeding disrders Patients under 21 wh live in the Western suburbs Emplyees f Suburban Pediatric Therapies Parents with kids wh need speech, ccupatinal, r physical therapies Parents f children with disabilities Other than targeting patients, attract peple wh can influence and prvide expsure t that segment f the ppulatin. The key t marketing lies in targeting the audiences that SPT can serve better than its cmpetitin (and cmmunicating this t that grup). The tp referral clinics include: ABC Pediatrics, 1-2-3 Pediatrics, DuPage Medical Grup, Dreyer Medical Clinic 5

BUDGET Marketing budget is arund 3-5 percent f the annual grss incme Since the practice has been in business fr 10 years, we culd spend 10 percent r mre f the annual grss incme (because it is the first year f implementing a marketing plan) MARKETING STRATEGIES Define specific marketing strategies that will address each gal, reach the target audiences and build yur patient base. Each strategy shuld be related t a specific gal and shuld be made up f numerus actins. Fr example, ne strategy related t the gal f increasing patient satisfactin might be t make the ffice mre patient friendly. The actins required fr that strategy might include the fllwing: Prvide patient satisfactin training sessins t staff; Develp a patient self-scheduling system within the practice Web site t eliminate the need t telephne the ffice fr an appintment; Imprve the receptin-rm decr; Prvide name tags fr staff; Require staff t intrduce themselves t each new patient; Cnduct pst-encunter telephne interviews with new patients within three days f their appintments. IMPLEMENTATION SCHEDULE An implementatin schedule is a timeline that shws which marketing actins will be dne when and by whm. The schedule shuld als include the cst f each marketing actin and hw it fits int the budget estimates fr the 24- mnth perid. When creating the schedule, carefully cnsider hw the activities will affect the current practice peratins and whether there are sufficient resurces (such as staff, time and mney) t accmplish the necessary tasks. The implementatin schedule will als give yu a basis n which t mnitr the prgress f yur marketing plan. EVALUATION It s imprtant t measure the results against the gals listed. Review this plan quarterly and cmpare prgress with the implementatin schedule. There are several ways t measure prgress: patient survey scres, referral surces, increased incme, increased new patients and decreased cmplaints. 6